Research showed that users preferred msnbc.com because it spans the entire news spectrum – from Iraq to American Idol. It also uncovered the ‘News Explorer’ target, people who enjoyed searching for news as much as consuming it. We translated these insights into a graphic analogy, a color spectrum that represents ‘A Fuller Spectrum of News.’We adapted the spectrum to take full advantage of the unique characteristics of each medium we tackled, while maintaining three constants:Spectrogram, representing individual news items.Actual msnbc.com news stories, mostly through feeds.New logo and tagline.

NewsBreaker Live dramatically changed the experience of waiting for a movie and of interacting with content. It transformed a passive, predominantly boring waste of time into an interactive, exciting, unforgettable experience. The game was designed to be simple to play, allowing the falling news headlines and the human interaction to shine. While a motion sensor, computer and digital projector made it technically possible, the audience became the stars of the execution. ‘Human joysticks’ if you will. Age, movie, show time, location and crowd size all impacted engagement levels. The perfect combinations had audiences approaching pandemonium.

Post-movie survey: 86% preferred the game to an ad. 75% more likely to use msnbc.com.Overwhelming response from media, blogosphere, cinema executives, industry thought leaders and imitated by other advertisers.65,000,000+ earned media impressions and 225,000+ YouTube views from low, six-figure (USD) investment.